DESIGN OF KEY PERFORMANCE INDICATORS OF SUPER INDO SUPERMARKET DAGO BANDUNG FINAL PROJECT. By Aziza Iskandar

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DESIGN OF KEY PERFORMANCE INDICATORS OF SUPER INDO

SUPERMARKET DAGO BANDUNG

FINAL PROJECT

By

Aziza Iskandar

19004013

Undergraduate Program

School of Business and Management

Institut Teknologi Bandung

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ABSTRACT

High competition in retail industry requires companies to have a high competitiveness in their performance. They must have a value added in the customers’ point of view to lead this competition. They must also have a good service quality to their customers as one of the key success factor in this industry. This Final Project focuses on analysis of determining performance of the retail company, with Superindo Supermarket Dago, Bandung as a research object.

Methods that are used to determine key performance indicators in the Superindo Supermarket Dago Bandung are SERVQUAL, Factor Analysis, and Importance Performance Analysis (IPA). Based on the analysis and research study can be found attributes and variables that needs to be improved of Superindo, includes products price, completeness of product, supermarket layout ease the customer to shop, appropriate restaurant available, and products are cheap. There are also variables that should be maintained to make Superindo lead in the competitive market, includes fresh products is in good condition, enough parking space, product quality is equal to the value of money spent, comfortable purchasing area, cashier serves quickly and accurately, queuing line for paying is in order, secure parking area, cheap parking cost, easily to access by public transportation, complete ATM facility, store’s operation time fulfills customer’s needs, customer complains service available, and employees’ serves with hospitality.

Key words: Service Quality, SERVQUAL, Importance Performance Analysis, Key Performance Indicator.

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ABSTRAK

Persaingan yang ketat dalam industri retail mengharuskan perusahaan-perusahaan dalam industri ini untuk mempunyai daya saing tinggi dalam kinerjanya. Mereka harus mempunyai keunggulan di mata pelanggan untuk dapat memimpin dalam persaingan ini. Mereka juga harus dapat memberikan kulaitas pelayanan yang baik pada pelanggannya. Kualitas pelayanan adalah salah satu kunyi kesuksesan dalam industri ini. Untuk memimpin dalam persaingan ini juga perlu diketahui faktor-faktor yang mempengaruhi kinerja perusahaan retail, dalam kasus ini adalah Superindo Supermarket Dago Bandung.

Metode yang digunakan dalam mengetahui key performance indicators di Superindo Supermarket Dago Bandung adalah SERVQUAL, Analisis Faktor dan Importance Performance Analysis (IPA). Dari analisis dan interpretasi yang telah dilakukan didapati beberapa variabel dan atribut yang memerlukan perbaikan oleh Superindo, diantaranya adalah mengenai harga barang, kelengkapan produk, fasilitas lain di sekitar toko dan variabel-variabel lainnya yang harus ditingkatkan.

Jadi untuk meningkatkan kinerja Superindo Supermarket Dago Bandung, ada beberapa key performance indicator yang harus dipertimbangkan. Variabel key perfromance indicator itu diantaranya adalah Barang yang tersedia lengkap, Lay out tempat memudahkan pelanggan, Tersedianya tempat makan/ restoran yang baik di sekitar supermarket, dan Harga barang murah. Ada pula variable-variabel yang harus dipertahankan kinerjanya agar Superindo dapat memimpin dalam persaingan industri ini. Variabel-variabel tersebut adalah Fresh products yang tersedia dalam kondisi segar, Tersedianya tempat parkir, Kualitas produk sesuai dengan nilai uang, Tempat berbelanja nyaman, Kasir melayani dengan cepat dan tepat, Antrian saat pembayaran teratur, Tempat parkir yang tersedia aman, Biaya parkir murah, Terjangkau oleh kendaraan umum dengan mudah, Kelengkapan Fasilitas ATM, Jam buka toko sesuai kebutuhan pelanggan, Tersedia layanan komplain pelanggan, dan Karyawan ramah dalam melayani.

Kata kunci: Kualitas pelayanan, SERVQUAL, Importance Performance Analysis, Key Performance Indicators.

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VALIDATION PAGE

DESIGN OF KEY PERFORMANCE INDICATORS OF

SUPER INDO SUPERMARKET DAGO BANDUNG

By

Aziza Iskandar

19004013

Undergarduate Program

School of Business and Management

Institut Teknologi Bandung

Validated by

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FOREWORD

Thanks to Allah SWT for all his blessings so that I can finish this Final Project with the title “Design of Key Performance Indicator of Super Indo Supermarket Dago Bandung” right on time with help from many people. Even though this Final Project is done between a full schedules lectures, but writing this final project has made me learn a lot of new things. In writing it I have a chance to analyze and make decisions with my limited abilities.

The finishing of this Final Project involves a lot of help from many people, so in this occasion, I want to thank to:

1. My Supervisor and counselor, Dr. Ir. Dermawan Wibisono, M.Eng, which has guided me in writing this Final Project with patience without losing my own creativity and also has widened my knowledge.

2. My academic counselor, Arson Aliludin, which has given a lot of advices during my studies at SBM ITB.

3. Head of Study Program SBM ITB and the lecturers and tutors in SBM ITB which has supported me with knowledge and skills through the study that I have had in SBM ITB.

4. Store Manager of Super Indo Supermarket Dago Branch, Bandung, Budi Setiono and all his staffs, that has gave me a chance to do my research there and helped me through the research.

5. My family, Mama, Papa, Abang and all my cousins that have give a lot of support and prayers during the finishing of this Final Project. I love you all.

6. My friends and second family at Kanayakan Baru 42, Putri, Andin, Kak Sondang, Kak Dian, Kak Ocha, Kak Mella, Maia, and everyone that has supported all my efforts during the finishing of this final project and also cheered me up when I am down. Thanks a lot guys.

7. My SBM friends, especially my friends under one supervisor, Dzanny, Pepe, Bagus, Bayu, Tanto and everyone whom I can not mention one by

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one, thanks for the support and the good friendship that we have had during these three years, I hope our friendship will last forever.

Bandung, July 2007

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LIST OF FIGURES

Figure 2.1 IPA Diagram ... 9

Figure 3.1 Research Flow Chart Diagrams ... 11

Figure 4.1 Organizational Structure of Superindo Supermarket Dago Bandung ... 16

Figure 4.2 Genders, Age, Occupation, Income per Month and Education Background of Respondents... 22

Figure 4.3 Shopping Frequency in Superindo Dago ... 23

Figure 4.4 IPA Matrix ... 27

Figure 4.5 IPA Matrix Tangibles Variable... 29

Figure 4.6 IPA Matrix Reliability Variables ... 31

Figure 4.7 IPA Matrix Responsiveness Variables ... 33

Figure 4.8 IPA Matrix Assurance Variables ... 35

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LIST OF TABLES

Table 2.1 SERVQUAL Dimensions ... 6

Table 4.1 General Variables... 17

Table 4.2 Customer’s Variable... 18

Table 4.3 MSA Comparison... 24

Table 4.4 SERVQUAL Variables ... 26

Table 4.5 IPA Variable Value ... 26

Table 4.6 IPA Value of Tangibles Variable ... 29

Table 4.7 IPA Value of Reliability Variable... 31

Table 4.8 IPA Value of Responsiveness Variable ... 33

Table 4.9 IPA Value of Assurance Variable ... 35

Table 4.10 IPA Value of Empathy Variable ... 36

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LIST OF APPENDIXES

Questionnaire Questionnaire Data

SPSS- Reliability Test Result SPSS- Validity Test Result SPSS- Factor Analysis Result

DESIGN OF KEY PERFORMANCE INDICATORS OF SUPER INDO SUPERMARKET DAGO BANDUNG FINAL PROJECT. By Aziza Iskandar

DESIGN OF KEY PERFORMANCE INDICATORS OF SUPER INDO

SUPERMARKET DAGO BANDUNG

FINAL PROJECT

By

Aziza Iskandar

19004013

Undergraduate Program

School of Business and Management

Institut Teknologi Bandung

ABSTRACT

ABSTRAK

VALIDATION PAGE

DESIGN OF KEY PERFORMANCE INDICATORS OF

SUPER INDO SUPERMARKET DAGO BANDUNG

By

Aziza Iskandar

19004013

Undergarduate Program

School of Business and Management

Institut Teknologi Bandung

Validated by

FOREWORD

TABLE OF CONTENTS

LIST OF FIGURES

LIST OF TABLES